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Global Marketing Management : Planning and organization - Coggle Diagram
Global Marketing Management : Planning and organization
Global Perspective
Multinational Companies
changing marketing strategies
smarten up the business process
Increasing global competition
smaller companies
more flexible
redefine programs are quickly
Global marketing management
marketing perspective: customization is always the best
global markets continue to homogenized
companies will focus on segmentation of the country
Trend towards localization
made it possible by the internet
increasingly flexible manufacturing
caused by the new efficiencies of custamization
the nestle way
8500 produced in 489 factorie
Nestle strategy
decentralized
stick to what you know
think and plan long term
adopt to local tastes
worlds biggest marketer
long term strategy work for nestle
Benefits of global marketing
transfer of experience
improve coordination and integration
marketing globally
market diversity carries with its additional financial services
firms are able to take advantage of changing financial circumstances
Ensures that marketers have access to toughest customers
when large market segments can be identified
economies of scale
important competitive advantage for global marketers
planning is the job of making things happen that might otherwise accure
International commitment
Personal for managing the international organization
determination to sty in the market
Dollars to be invested
planning allows
changing markets
increase competition
rapid growth
turbulent challenges
Alternative markets entry strategies
Market charachtaristics
cultural differences
countries restrictions
strength of local sources
Strategic importance
Potential sales
companies capabilities and characteristics
marketing involvement
management commitment
Exporting
direct exporting
indirect exporting
10% of global activity
customers include walmart and sears
strategic international alliance
increase competitive strength
opportunities for rapid expansion into new markets
business relationship
established by two or more companies
more efficient production and inovation
International joint ventures
consortia
Direct foreign investment
transaction cost structure
Technology transfers
growing complexity
degree of product differentation
Timing
advertising and reputation barriers
Organizing for global competition
companies are usually structured
global product division and geographical divisions
devising a standard organization